Designer Sarah Coventry
The Sarah Coventry Story
Stuart established several other nursery firms to compete with each other, but used the same facilities. The names were Emmons Nursery, William C. Moore, Quaker Hill, and others. Newark was tagged as a nursery city as it was also the home of the Jackson & Perkins Co. soon to be known as the "World's Largest Rose growers." "C.W." Stuart died in 1923, but his son Charles H. "C.H." who had graduated from Cornell University had taken over years before, and had other interests, along with nursery products. A trained chemist, C.H. began experimenting with extracts and eventually marketed his extracts and tube flavorings, using a new term "direct selling".
A new office building was constructed in downtown Newark, and was called the Commercial Building, home to several direct selling companies under the C.H. Stuart umbrella. Sold were cosmetics, household goods, silverware, china, all directly to customer via commissioned sales people. The depression had a reverse effect; as people out of work would sign on to sell goods door to door, with little investment needed. Lyman K. Stuart, son of C.H., was in the business by the 1920's having also graduated from Cornell. In 1949, it was decided to market costume jewelry using a plan that had worked with china and silverware. It was the beginning of the party plan. The new company was named after Lyman K. Stuart's new granddaughter, Sarah Coventry Beale.
These names were not pulled out of a hat. The names Emmons was after C.W. Stuart's wife Caroline Emmons. That name was switched from nursery to jewelry and became a sister company to Sarah Coventry. The name Coventry was after Dr.John Coventry, Newark's last horse and buggy doctor, and grandfather of L.K. Stuart. Information supplied and given with kind permission from John, Rochester NY. Thank you John.
More Information added today 3 July 2008
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Antique and Vintage Jewellery
Adele Simpson | Alfred Philippe | Bergere | Boucher | Cadoro | Christian Dior | Corocraft | Claudette | Emmons | Hobe | Joan Rivers | Kenneth J Lane | Lisner | Monet | Miriam Haskell | Napier | Pennino | Pell | Polcini Robert De Mario | Richelieu | Sarah Coventry | Schreiner | Schiaparelli | Swarovski | Sphinx | TKF | Tara | Trifari Weiss | Whiting and Davis | Vogue | Yves St Laurent
Elizabeth Taylor For Avon Costume Jewellery Collections